Golf writer & photographer. Author of ‘Hooked’, the most comprehensive guide to Ireland's golf courses, and ‘Driving the Green’. Published by Collins Press. Editor for Destination Golf Ireland, feature writer for Irish Golfer Magazine freelancer for Irish Examiner. Golf is in the blood. http://www.kevinmarkhamphotography.com

Thursday, March 7, 2019

Killarney Golf Club Finds a New Synergy

The 1st green views

This is an interesting one and it demonstrates how the reach of golf management companies continues to grow in Ireland. In recent years, a number of golf clubs have sought the assistance of these companies to help them with various aspects of their golf business. It can be as simple as performing the marketing function or it can run much deeper and involve every aspect of the business from management of the club to maintenance of the course and machinery.

One such company is Synergy Golf and the company recently netted a big fish in the form of Killarney Golf & Fishing Club, one of our most prestigious and historic

parkland venues. There have been struggles at the club in recent times with the General Manager, Cormac Flannery, and long time Head Pro, David Keating, both departing withing a couple of months of each other. The challenge for the club was what steps to take after the loss of two key figures.

The club has, as of late February, commenced a new partnership with both Synergy Golf, Ireland’s leading golf management company, and Mark Heinemann, golf professional, to build a brand-new vision for the club. This vision will see Synergy Golf manage the day-to-day operations of the professional shop and the marketing and revenue growth for the club. New Head Professional, Mark Heinemann, meanwhile will return to the club (he was a Pro here between 2002 and 2004) with a renewed coaching plan. The appointments are driven by a bid to boost performance of the overall business and ultimately to enhance the playing experience for members and visitors alike.

Killarney Golf & Fishing Club is the four time host to the Irish Open and home to two 18-hole courses, Killeen and Mahony’s Point, and a 9-hole course, Lackabane. It boasts a membership base of 1,700 local and international members, welcomes over 10,000 international golfers annually. With the views on show and the quality of the two courses that is little surprise.

The club has invested over €1m in improving the golf courses in recent years and this is set to continue in 2019. Together, Killarney Golf & Fishing Club and their new management partners are investing over €200,000 in the facility in the coming months. Through the new partnerships the club is looking to increase business performance significantly over the next three years. The focus will be on driving green fee revenue, enhancing partnerships with local enterprises and establishing an improved international footprint for the venue. The outcome should prove beneficial not just to Killarney Golf & Fishing Club but also to overall tourism in the region.

The 18th green and clubhouse at Killarney Golf & Fishing Club

It will be intriguing to see how the club now evolves with this new structure in place. It is certainly a shift in tactics and other golf clubs around the country will undoubtedly be watching with interest.

About Synergy Golf

Synergy Golf has a proven track record in successfully managing, operating, maintaining and marketing some of Ireland’s busiest golfing venues. The expert team combines years of golf club management and marketing experience to offer Ireland’s most comprehensive suite of management services. Synergy Golf will now take on the day to day management and operations of the professional shop at Killarney Golf & Fishing Club and though Synergy Golf’s sister company, My Golf Group, leaders in the field of golf marketing, business development and revenue growth, the team will be delivering a complete bespoke marketing and revenue solution for the club.

Andy Kenny, Director at Synergy Golf, says the team are very much looking forward to working with everyone at Killarney Golf & Fishing Club. Together, and in line with existing core values, Synergy Golf will develop and deliver a platform upon which all future business success can be built: “We will work closely with the management council, men’s and ladies’ committees and local stakeholders to offer the members and visitors an unforgettable customer experience. Over the coming weeks, we are committed to relaunching a newly designed state of the art professional shop and, in addition, we will begin to implement the strategies which have been carefully designed to assist with achieving the desired goals of the management council. We are very proud to be associated with this magnificent venue and are excited to be part of its future.”